Instore NFC application


Here we were tasked to put together a concept to help users interact with products in store, blending the online and offline customer journey. Using NFC to help users in store to find out more about the products they are interested in whilst being able to remove the clutter around the products on show. A study from Human Anatomy & Physiology, Pearson Interactional showed on average users only read 28% of words in front of them, showing how stripping back the displays can help get the right messages to the user.



A study by Nordic eye tracking found only 10% recall seeing any digital signage despite 47% of time customers attention going on the product. Also finding that 53% of customers wanted to get the best deals when they are shopping instore. Also finding that 87% of customers use their mobile before visiting, 79% whilst in store and 35% after visiting the store. With 82% of customers saying they consult their phones on purchases they are about to make instore and 91% turn to their phones for ideas within the middle of a task. Showing how important it is to merge the instore and online journeys so that users can validate the decisions they are about to make.


User journey

Here we were tasked to create a user journey to help paint the picture of customers as they shop for a new phone, showing their emotional state and how this concept can help reassure customers decisions, along with creating a wireframe and design to show how the application could work.

Here we wet out the user journey using our persona, showing how she would go about upgrading her phone and buying instore, and highlighting how the NFC scanner can help the user through their shopping mission.



Once we had finished collecting people’s thoughts and feedback we then briefed our user journeyTO into a designer to create a digital format that could be used within a presentation deck.




The next phase of the project was to create concepts or how we felt the finished product could look. Below was the ideas of how I felt the user could use the application whilst helping to shop in store, trying to to allow the user to browse the products online as they would instore.




We then came together with our ideas to create the final version of wireframes before briefing these into a design to create visuals of the application.



Lifestyle configurator


Here I was asked to design a concept to help showcase an idea for a lifestyle config, that allows Samsung users to filter through the various products by saying how they will be using the phone/ tablet.



First we looked at all the filters that we could use, to help us offer the products that would be suited. This got us breaking each section into payment, lifestyle, work, style, wearables and seeing what options fit into these area. Once drawing up some quick wireframes to show how these would work, we took a look and started to scale down the options to leave with 3 main areas that the user would have to choose from, Pay, Lifestyle and style. These options then allow us to show the products that would best suit the user, as well as highlighting the apps, and accessories the user might find helpful at point of sale.





Final concept wireframes


Samsung Homepage

Evaluate the Samsung Galaxy S8 product page and provide improvement recommendations in the form of a presentation to present to the Cheil UX team.



  • Allow users to learn about the products as well buying options.
  • When user chooses a phone (colour) the theme of the page changes throughout.
  • Give users an initial view of what the page has in it.
  • Allow an area that shows all the features the phone has in one viewing area.
  • Give more interaction into the page.
  • Allow users to choose the videos they view and add silent view videos.
  • Offer other areas where the user may wish to go
  • Give buying info within page
  • Allow users to add to basket
  • Give social element to page, showing how real users are using their phone right now.
  • Bring advertisement further down the page.
  • Give users more animation/videos to explain functionality of page.
  • Option to allow users to see how this phone compares to competition.
  • Bring nav further down page, then when scrolling down, the nav sticks to top – Would this link to sections on page or go to other areas of site?


  • Change content depending on device – e.g.  focusing on iPhone users.
  • Could you use Facebook data to determine what users are most interested in. Eg taking selfies, adding lots of photos, reading news stories, or posting to determine order of components.
  • Returning user – strip down content on page so that it leads users to click and navigate to more in-depth information.


Areas of focus:

  • Making the product the first thing the user see’s.
  • User can select model and colour which can change page theme and info.
  • Users can add to cart without navigating away.
  • Icon nav at top allows users to know content of page.
  • Feature container feeds bullet point information to user along with changing imagery, Allowing users to interact more with the page.
  • Accessories added to page so users can add straight to basket and see phone options as a lead into accessories section.




  • Would discuss and research the role of the page, from business perspective and user perspective
  • Would like yo test the navigation elements to see if main nav should be brought into page content.
  • Images at top of page – Should these be only the model of phone the user has selected, or should the other models fade into the background.
  • Would want to see what works for feature intro text, would description or singular words be best.